2012 Biathlon World Championships: Do good and talk about it!

Without targeted communication, only a small circle will hear about environmental efforts which have been made. The organizers of the 2012 Biathlon World Championships decided they would choose a different path. Headed by the slogan “Five hits – Our sustainability goal” an information campaign was developed with the objective of making visitors aware of the championships’ fundamental ecological goals and successes. The relevant topics included the long-term use of sports facilities, alternative car-free ways of getting there and lowering traffic-related greenhouse gas emissions. Topics also included energy-efficient artificial snow production and the sustainable strengthening of the regional economy.

In total, 45 information boards and 35 billboards were installed at suitable locations surrounding the Chiemgau Arena and Ruhpolding. In addition, a flyer was published in both English and German explaining the topics in greater detail. It was made available at press centres, the tourist information centre, hotels and in the VIP area. For this campaign, experts from the areas of traffic, nature protection, sports development and communication worked hand in hand as part of the organizational committee. Graduates from the German Sport University Cologne managed the data capture and supported individual projects. The campaign proved a success: 62 percent of people surveyed said they had noticed the information on signs, in flyers, on the Internet and on screens.

The organizational committee in Ruhpolding and the Foundation for Safety in Ski Sports along with the German Ski Association’s Advisory Council for Environment and Sports Development have since resolved to establish an ongoing collaboration for the continued sustainable execution of future biathlon events.

© Photo: Frank Armbruster, 2012

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